RFSU: The Livebrator

A revolutionary project that merged advanced technology, the joy of music and sexual health was made possible through the collaboration between The Swedish Association of Sexual Education and the Live Nation-owned Way Out West festival. “The Livebrator” took the live music experience to a new dimension by vibrating in real-time with the gigs that played at the festival. Prior to the festival, hundreds of Livebrators were handed out to influencers and super fans who wanted to enjoy live shows from artists like King Gizzard & The Lizard Wizard, Christine & The Queens and Masego, but from the comfort of their own bed. To make the project possible, creative agency BBDO Nordics teamed up with the team at the digital agency Alster, spending months developing, testing and experimenting. The project has not only overcome hard stuck technical challenges but also redefined how users experience music and pleasure. All on a close-to-zero budget. The vibrations were wirelessly transmitted from the stages at the festival, via the on-site audio system, to an app that was connected to the custom-made vibrators. This way, people could enjoy music in a way that goes beyond the conventional, providing an accessible solution for anyone who cannot physically attend the event. In other words: even if they couldn’t come to the festival, they still could “come” to the festival.